Customer Loyalty
顧客忠誠度
LEARNING OBJECTIVES
NA2D0003
邱茗惠
學習目標
When you have completed this chapter, you should be able to.
當你完成這一章節的學習時，你應該可以：
1 Report the different terms and measures that have been used to describe customer loyalty.
說明用來描述顧客忠誠度的專有名詞以及衡量方式。
2 Explain how different ideas about loyalty developed
說明學者對於忠誠度的不同概念。
3 Explain how customer loyalty is divided between brands in repertoire categories.
說明顧客忠誠度如何依據惠顧行為進行分類。
4 Describe other habitual features of consumer purchase
說明消費者購買的其他習慣性特徵。
5 Discuss and criticize the main Ideas in favour of encouraging retention in consumer markets.
討論和評判消費者市場中，如何實施顧客保留的主要概念。
6 Show how design features of loyalty programmes trigger differences in consumer behaviour.
展現忠誠度計劃的設計，如何影響消費者行為的差異。
7 Report research on the associations between different forms of loyalty.
說明不同形式忠誠度間的關聯性如何。
8 Report on the reasons for defection in services,
說明服務失誤造成的原因。
(Loyalty schemes, which are really forms of retail promotion, are also covered in Chapter 11.)
（在第 11 章也會提及忠誠度計畫運用在零售促銷的方式）
OVERVIEW 概述
There are three types of loyalty behaviour that consumers can show. First, when they buy several
brands in a category, consumers can give a high share to one of them. Second, they can continue to
buy a brand for a long time; this is retention. Third, they can give positive advice about a brand and,
by this action, recruit new customers. These three forms of customer loyalty — share, retention and
recommendation — ensure a continuing revenue stream to the brand owner and reduce the need for
the parent company to promote the brand. Marketers therefore want to find and keep customers who
exhibit these forms of loyalty and, where possible, they want to encourage this behaviour. Marketers
are also keen to understand why customers switch away from a brand.
消費者表現出三種不同類型的忠誠度行為。第一、當消費者購買同一品類中的幾個品牌時，消
費者會對其中一個出現很高的購買頻率。第二、當他們持續購買一個品牌達一段時間時，我們
可以稱之為顧客保留。第三、他們會對一個品牌給予正向的評價，並吸引其他顧客，我們稱之
為顧客推薦。這三種形式的顧客忠誠（高購買頻率、顧客保留及顧客推薦）
，對於品牌廠商而言，
是利潤持續的來源跟降低促銷成本的基礎。因此，行銷人員希望可以發現如何盡可能地讓顧客
出現忠誠度的行為。行銷人員也期望能夠瞭解顧客會出現的品牌轉換行為。
A second aspect to loyalty is the feeling that customers have about brands. We talk of being satisfied
by or liking a brand, being committed to the brand and, in the case of business and service suppliers,
trusting and being dependent upon them.
對忠誠度的第二個概念來說，顧客對品牌的感覺是我們想討論的。我們探討到喜愛品牌或滿意
的顧客主要來自於其對品牌產生承諾、或對其經銷服務的供應商產生信任或依賴。